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研究生: 湯富源
Fu-Yuan Tang
論文名稱: 知識與定錨:三個知識無法干擾定錨的情境驗證
Knowledge and Anchoring: Verification of Three Circumstances in Which Knowledge Does Not Interfere with Anchoring
指導教授: 林孟彥
Tom M. Y. Lin
口試委員: 倪家珍
葉穎蓉
魏鸞瑩
方正璽
林孟彥
學位類別: 博士
Doctor
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 46
中文關鍵詞: 定錨效應選擇性通達知識水準時間壓力複雜度
外文關鍵詞: anchoring effect, selective accessibility, knowledge level, time pressure, complexity
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過去,許多學者已經對擁有較高知識者受定錨影響較少的情況做出研究結果。然而,現實生活中,它的情況可能是相當複雜的,而不是一個純粹的高(或低)錨點的存在。因此,我們處理了四個實驗來驗證知識與定錨之間的關係。在實驗一中,我們先對過去學者已完成的研究結果,即知識水準的確會對定錨產生干擾效果,再做一次的實驗確認,而這個研究的結果也將成為我們後續研究的基礎。在這個基礎上,我們將用三個實驗來證明:當面臨高複雜度及困難度且在短時間內必須處理的估計時(實驗二)、當訊息的來源具有相當的可信度時(實驗三)以及在缺乏實務經驗時(實驗四),高知識者仍會有定錨效應的產生,而實驗結果和我們的推論是一致的。


Many researchers have demonstrated that those people with higher knowledge are less subject to the impact of a given anchor. In real life, however, a situation might be quite complicated and not simply a question an existing high (or low) anchor. We have designed four tests to demonstrate the relation between knowledge and anchoring. We hold that only in general situations can knowledge interfere with the anchoring effect. Study 1 was used to demonstrate this hypothesis. The research result in turn served as the foundation for our follow-up studies. Based on this foundation, we conducted three experiments to demonstrate that, when faced with a complicated and difficult estimation that must be completed within a short period of time (Study 2), when the source of information possesses a high degree of reliability (Study 3), and when practical experience is lacking (Study 4), the anchoring effect will still exert influences on people with higher knowledge.

目錄 中文摘要.......................................................................................................................I ABSTRACT ...............................................................................................................II 目錄.............................................................................................................................III 第壹章 緒論...............................................................................................................1 第一節 研究背景與動機.........................................................................................1 第二節 研究目的.....................................................................................................3 第貳章 文獻探討.......................................................................................................4 第一節 定錨效應.....................................................................................................4 第二節 知識與定錨.................................................................................................7 第參章 實驗設計與結果…........................................................................................14 第一節 實驗一........................................................................................................14 第二節 實驗二........................................................................................................20 第三節 實驗三........................................................................................................27 第四節 實驗四........................................................................................................34 第肆章 結論及建議....................................................................................................41 第一節 綜合討論....................................................................................................41 第二節 研究意涵....................................................................................................43 第三節 管理意涵....................................................................................................44 第四節 研究限制與未來研究方向........................................................................45 參考文獻......................................................................................................................47 參考資料......................................................................................................................50 附錄一之1 實驗一:高知識者訪談問卷.................................................................51 附錄一之2 實驗一:低知識者訪談問卷.................................................................52 附錄二之1 實驗二:高知識者訪談問卷.................................................................53 附錄二之2 實驗二:低知識者訪談問卷.................................................................55 附錄三之1 實驗三:高知識者訪談問卷.................................................................57 附錄三之2 實驗三:低知識者訪談問卷.................................................................59 附錄四之1 實驗四:高經驗值者訪談問卷.............................................................61 附錄四之2 實驗四:低經驗值者訪談問卷.............................................................63 III

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